If you’re running LinkedIn ads, you already know it’s the goldmine for B2B marketing. But targeting the right decision-makers? That’s where things get strategic. A basic job title filter won’t cut it—especially when you need to reach the C-suite, senior managers, and key influencers with purchasing power.
Let’s dive into advanced LinkedIn ad targeting tactics that will put your campaigns in front of the right audience and drive real business results.
1. Leverage Matched Audiences for Laser-Focused Targeting
Matched Audiences is LinkedIn’s powerhouse feature, allowing you to target warm leads rather than cold prospects. Here’s how to make the most of it:
Retarget Website Visitors
People who have already engaged with your brand are more likely to convert. Use LinkedIn’s Insight Tag to track visitors on key landing pages (such as pricing or demo pages) and serve them tailored ads that nudge them further down the funnel.
Target Existing Contacts with Email Lists
Uploading a list of key decision-makers from your CRM or marketing automation platform lets you re-engage past leads, customers, or attendees from webinars and events. Just ensure your list is well-segmented to personalise messaging effectively.
Account-Based Marketing (ABM) with Company Lists
Want to reach decision-makers at specific high-value accounts? Upload a list of target companies and refine your audience by job function and seniority to focus only on key decision-makers within those firms.
2. Use Boolean Search for Hyper-Precise Prospecting
LinkedIn allows Boolean search within its ad targeting. This means you can combine AND, OR, and NOT operators to include or exclude specific roles, skills, and industries.
For example, if you’re selling enterprise SaaS to finance executives, you might use:
- (“Chief Financial Officer” OR “Finance Director” OR “Head of Finance”) AND (“SaaS” OR “Cloud Solutions”) NOT (“Junior” OR “Assistant”)
This ensures your ads reach the right decision-makers while filtering out irrelevant profiles.
3. Job Seniority + Job Function = Smarter Segmentation
A common mistake is targeting by job title alone. Titles vary across industries, and some senior decision-makers don’t even have “Manager” or “Director” in their title.
Instead, refine your audience using Job Function + Seniority. For example:
- Function: Marketing
- Seniority: Director, VP, CXO
This casts a wider yet focused net, ensuring you don’t miss high-level decision-makers simply because their title differs from the norm.
4. Layering Skills & Interests for Intent-Based Targeting
LinkedIn allows you to target users based on skills listed on their profile and interests inferred from their engagement with content. This is powerful for intent-based targeting.
Example: If you’re promoting a cybersecurity solution, targeting IT Directors by job title is fine—but layering in skills like “network security” and “risk management” ensures you’re reaching those with a direct interest in your offering.
5. Exploit Lookalike Audiences for Scalable Growth
Lookalike Audiences help you expand your reach by finding new people similar to your existing high-value prospects.
- Create a Lookalike Audience based on your CRM list, retargeting audience, or high-performing campaign segments.
- Start with a 1% similarity match for a tight, relevant audience.
- Gradually scale up to 5-10% if you need broader reach.
This ensures you maintain quality while expanding your campaign’s impact.
6. Dynamic Ads: Personalisation at Scale
Decision-makers are bombarded with generic ads daily. LinkedIn’s Dynamic Ads allow you to cut through the noise by auto-personalising ad creative with the user’s name, company, and profile picture.
Use this for:
- Follower Ads: Boost brand awareness with a personal touch.
- Spotlight Ads: Drive traffic to a lead magnet or special offer.
- Content Ads: Promote gated content directly in the feed.
7. Combine Sponsored Content with Message Ads for Multi-Touch Engagement
Decision-makers rarely convert on the first touch. Use a multi-channel approach:
- Step 1: Run Sponsored Content ads (carousel, video, or single image) to introduce your brand.
- Step 2: Follow up with Message Ads (formerly InMail) that land directly in their LinkedIn inbox.
- Step 3: Retarget engaged users with lead gen forms for easy conversions.
This strategy ensures your brand stays top of mind throughout the buyer journey.
8. A/B Test Everything (But Smartly)
Many advertisers A/B test without a clear strategy. Instead of randomly tweaking headlines, test one variable at a time:
- Audience Segments: Test job function vs. job title targeting.
- Ad Formats: Compare video ads against single-image ads.
- CTA Variations: Try “Download Now” vs. “Get Your Free Guide.”
By systematically testing, you’ll quickly identify what resonates most with your audience.
Final Thoughts
LinkedIn’s advanced targeting options allow you to go beyond basic demographics and truly zero in on decision-makers. By leveraging Matched Audiences, Boolean search, layered targeting, and personalised ads, you can maximise your ad spend and drive high-quality leads.
